PENGARUH GAYA HIDUP, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA COSMIC

Abstract

ABSTRACT
This research is meant to find out the influence of lifestyle, promotion, and product quality to the
purchasing decision in Clothing Store Cosmic Surabaya Branch. The population is all customers who are
In Clothing Store Cosmic Branch Surabaya. The sample collection technique has been done by using nonprobability

sampling which does not provide opportunity or equal opportunity for each member of the
population element to be selected as samples which means that the samples are only the customers who
have purchased the product at Store Cosmic, and 100 respondents have been obtained. Methods of data
collection using questionnaires. The data analysis technique has been done by using multiple linear
regressions.The result of test shows that lifestyle, promotion and product quality variables have
significant and positive influence to the purchasing decision. Based on the value of partial coefficient
determination, product quality has become the variable which has dominant influence to the purchasing
decision. It means that when the product quality is getting better, it will have an impact on the
enhancement of the purchasing decision at Clothing Store Cosmic Surabaya Branch.

Keywords: Lifestyle, Promotion, Product Quality and Purchasing Decision.